Website Not Converting? It's Time for Copy that Converts

Personality-driven Copy is Copy that converts! Communicate What Makes You Unique. Differentiate Yourself from Others in Your Area of Expertise.

About Kira Hug

Kira Hug is a personality-driven copywriter. She focuses on copy for courses, membership, and program launches. Kira has written copy for brands like Estee Lauder Companies, Jasmine Star, James Wedmore, and Rich Mulready. She is also co-founder of The Copywriter Club and co-host of The Copywriter Club Podcast.

How to Write Copy That Converts

Talk about what makes you weird. What makes you unique in a competitive space? It takes more to stand out today in the online world. Communicating who you are and the multi-faceted brand that you have created is important to connect with as many people in your audience as possible. People will connect with you on different levels so the more you share, the more opportunity you have to connect.

People can’t make connections and get to know you, like you, and trust you, if you don’t share. We are often afraid to share or don’t know what to share, but it is truly important to share so that our audience can get to know who we are and how we can help them.

How Much Do We Share in Our Copy To Bring People In Instead of Put Them Off?

It is good to talk about being anxious about something, maybe something most people don’t feel anxious about. What was that moment and how did you feel? This can become email or social media content. Highlight the way that is your superpower. Because of those factors, you can solve X and do Y for your audience. Lean into the aspects of yourself that you feel are weird because most likely those lead to your superpowers.

Being an introvert won’t repel extroverts. And intuition is key to helping others solve their problems.

When talking about traveling and vacations, think about the message you are relaying. You want to inspire others to achieve something but not appear like you are bragging. Think about the feelings you are evoking from your audience so that they don’t feel like they have a lack, but that they can achieve it too.

It is important to highlight the good and the messes. The successes and the anxieties. Sharing both will help you connect with your entire audience.

Your audience is more likely to grow if you share all sides of you and your business.

The Brand Living Room Framework for Creating Copy that Converts

Kira created the brand living room framework was designed to help you bring your personality into your copy to help you connect with your audience. This can apply to your visual content as well.

Every company has a figurative living room. What does your aspirational living room look like?

Kira asked Robyn questions about her living room to present an example.

How do you present yourself when hosting a party?
1. Robyn is making sure that everyone has a drink and food. She is not hiding in the kitchen, she wants to see how everyone is and connect with everyone.
2. She needs to make sure everyone is comfortable and having a good time.
What does your voice sound like? Are you louder, telling jokes, having more intimate conversations, listening, or telling stories?
1. A combination…and with more than a glass of wine Robyn’s voice gets louder.
2. Robyn likes to ask how others are and then will tell stories or relate to what the guest said.

Email Marketing Copy That Converts

Translating this to email marketing, Robyn might create one email that gives her audience a chance to respond, ask questions and listen to their needs. The next email may be telling a story or highlighting your story. Some people like to tell their own stories instead of listening to others’ stories.

Think of creating copy as mirroring real-life experiences. If you are struggling to come up with copy, think of experiences that can relate to your business or your audience so that you don’t have to reinvent the wheel.

Your copy can change, some emails can be louder and others quieter. You control this by how you present the content, exclamation points, parenthesis, etc. This all depends on the message you are communicating and the mood of your message.

Going Deeper Into the Brand Living Room to Create Copy that Converts

Kira asked Robyn to describe what her aspirational living room looks likes.

Robyn provided the following details:

A big white fluffy sofa

A farm table with white chairs

White bookcases with a lot of books and some personal items

White rug with bluish-gray designs on it

Open and airy with a lot of light

These details begin to shape the visual aspects of copy. You want to design your copy to grab and keep attention. Going back to Robyn’s details, her emails will have more white space and a lot of spacing.

Begin emails by saying, “come join me on my fluffy white sofa” or “pull up a chair”. The more you can give specific details, the more you can bring your audience in by evoking a picture so that they can visualize being right there with you. The most powerful thing you can do with copy is to create a space that pulls the reader in and resonates with them. The more details you pull in, the more it will feel real to them and they will have a bond with you.

Colors can be part of your website visuals. Copy needs an accent copy. Pull in the color to accentuate the calls to action or hyperlinks or anything you want to call attention to in the copy. Don’t choose random colors, choose colors that are part of your personal brand or are in your living room.

Creating Copy that Converts Means Being Consistent

How you feel can change from day to day and the tone of your copy can change from day to day. But, if you can create consistent elements, people will know what to expect and recognize you.

Exclamation Points

You can use a lot of exclamation points in one message as long as there is a purpose for them. If you are trying to create a powerful message and having something important to say and really want to grab attention, they can be used appropriately. But then in the next email, don’t use them, or at least not as many. You don’t want to be shouting at your audience. Use them to make a statement or sprinkle them through an email if you are a person who likes to speak loudly. If you are a quiet person, it doesn’t make sense to use them.

Kira uses them as a stamp or signature mark on the copy she writes. Develop your own signature style when using exclamation points.

It’s okay to be enthusiastic, but don’t appear to be screaming. Your copy will probably be more meaningful without the exclamation points.

Test Your Copy Before Sending

It is a good idea to always send yourself a test email to be sure that it sounds good as well as to check for typos and grammar errors. Having someone else proofread the email is also beneficial. Give your copy at least three reviews to be sure what you are saying sounds the way you mean it.

Your copy will help determine your email open rates. Every word counts. If your audience feels like you provide value, they will open your emails.

The Exterior of Your Brand Living Room for Creating Copy that Converts

What is your audience listening to and feeling before they walk into your living room? An example is a recent hurricane. If someone is dealing with something in their life, be respectful of that in your copy. You don’t necessarily have to bring it to attention, but maybe your tone is lighter, or quieter. Anything like this should be reflected in your messaging. Maybe ask your audience how they are. Think of a stress meter. Is your audience highly stressed, or not so stressed? Understand what they are going through and how they are feeling and address them with the right tone.

When is it Time to Hire A Copywriter to Create Copy that Converts?

Once you are making money and have consistent revenue, look at where the sales are coming from and how you can use copy to get more sales. You want your copy to give you an ROI. If your website isn’t functioning and you aren’t getting any clients from your website, it is time to have someone else look at your copy. You can also hire someone to punch up your copy and add your personality to it.

What email sequences do you have? If you don’t have any at all or if they aren’t converting, invest in a copywriter because that is how you nurture and sell.